Sony Pictures launched an interactive campaign for The Emoji Movie on Eat Street @ Westfield London to promote the summer release. The campaign, created by Feref and planned by MGOMD and Talon, utilised On screen AR technology to create an interactive experience for the audience.

the challenge

The challenge was making the Emoji characters the campaign’s focal point, engaging families during the holiday season.

the SOLUTION

Sony leveraged On screen AR to create an immersive, interactive experience. It enhanced engagement by superimposing emoji characters from the movie onto participants’ heads, which were triggered by facial detection. The campaign maximised exposure by taking advantage of the lunchtime slot from 1 pm to 3 pm daily for a week.